Irrelevant?

In an article published last week by Tod Sacerdoti at Online Video Insider,   it is  claimed that video is totally irrelevant for mobile advertising.  Although some experts say that mobile advertising doesn’t follow the rules of traditional advertising, I still think that one picture says more than thousand words. The effectiveness of visual communications has been proved ever since the times of the first printed advertisements in the XIX Century, so why it should it be different for mobile campaigns? In times when one is able to stream any kind of visual materials, visual communication is a strong weapon for achieving effective communication, it provides a way to help people understand ideas in an ever increasingly  complex world. Also  when words might have different meanings, to different people,  a visual aid could contribute to convey an idea in a more accurately.
I am going to use the example of an advertising that I ran across last  week when I was using my Blackberry, surfing the web looking for an article on Higher Education.  “Case 39, 10.01.10” was the title.  That title might have  different meanings,  I wasn’t sure if that was an American expression or a case cited in a new legislation proposal. To my foreign eye,  these few words didn’t make any sense , and what is worse, they were not even selling anything to me. I clicked on the title and I had access to a short video, it was the advertising campaign for a horror movie. These movies are popular during October in this country, so probably, if I were American,  I should assume, reading that chain of words and numbers,  that the ad was talking about of one of the new typical Halloween season movies. Watching the video I immediately felt  tempted to go to watch this movie , the first thing in October 1^st. 
 Although watching the video,  I realized  that it was  a remake  of “The exorcist”  or “The prophecy”  icons of horror genre,  I must admit  that the video was so good that it motivated me to consume a service of entertainment that I had not in mind.  Mr Sacerdoti claims that advertisers shouldn’t bother in developing campaigns for certain type of computer,  browser or location, because mobile advertising must deliver effective communication regardless of the media. Mr.  Sacerdoti is an expert, but   I am not totally sure that “the experience of viewing the ad doesn't change the way it's consumed or performs.”, as he says.
Although massive is the word for mobile marketing, massive does not always means effective, it is true that with a plain simple and standard text one may reach a larger audience, however,  not all the audience will feel attracted by plain and boring words. Quoting Sacerdoti “IPhone and Android inventory becoming "video-enabled" is the equivalent of the video industry growing” , so nowadays, when the simplest mobile phones are equipped with the technology  to  record and play pictures and videos, why not to exploit the effectiveness of an attractive video to stimulate the interest of audiences?  Particularly when what we are selling is a visual product. 

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